Marketing and Communications

Create a Marketing Innovation Program That Balances Risk With Return

| 1 hour

Innovation is now a mandatory capability enabling marketers to adapt to a changing environment. However, innovation is complex, with disagreement on what it means and how it should be managed within marketing. In this complimentary webinar, learn what innovation means for marketing leaders and the importance of defining the scope of these programs. You will gain an understanding of the dual modes of innovation, transformative and optimization, and discover how to build a marketing innovation program that balances risk with return.

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Discussion Topics:
  • Define the scope of innovation in your marketing organization
  • Understand the difference between transformative innovation and optimization
  • Build a balanced marketing innovation program that delivers near-term wins with longer-term transformations

Hosted by

Ewan McIntyre

VP Analyst

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